Frankly Speaking: How is the private sector coping with the Saudi tourism boom?

RIYADH: Saudi Arabia’s tourism industry has surpassed expectations. The Kingdom hit its Vision 2030 goal of attracting 100 million visitors seven years early — reaching a record 160 million inbound and outbound travelers in 2024.

But with success comes strain — hotel shortages, rising room rates, and soaring demand are testing the industry’s capacity.

One man watching this transformation from within is Muin Serhan, the Jordanian CEO of Amsa Hospitality, a Saudi-born company that aims to redefine the mid-tier hotel market. Having spent over 25 years in the Kingdom, Serhan has witnessed the country’s rapid evolution firsthand.

Appearing on the Arab News current affairs program “Frankly Speaking,” Serhan praised Saudi Vision 2030 and the transformation sweeping the tourism ecosystem — a change he describes as “massive.”

“I spent half of my age in Saudi Arabia, more than 25 years,” he told “Frankly Speaking” host Katie Jensen.